Ordinance to regulate Farmers’ Market deferred.

The Doral Farmers’ Market has been taking place at the corner of 97th avenue and Doral Boulevard (41st. Street) since October 2013; Sixty-seven uninterrupted Sundays from 10 am to 3 pm, including the very humid and uncomfortable summer months of 2014.

However, a review on the current ordinance that regulates this kind of economic activity in the city put the future of that initiative at risk and the community mobilized to show their support to the market during the Zoning Meeting on January 28th. It encouraged the Council to unanimously defer the First Reading of ordinance 2014-678 that contemplates the reviewed regulation, until staff includes further adjustments that do not jeopardize an ongoing activity public has been enjoying this past year and a half.

Mr. Danny Kaskel is the manager of the Doral Farmers’ Market and also is a great-grandson of Doris and Alfred Kaskel, the entrepreneurs that transformed a swamp into a Golf club and envisioned a city in the area that now bears their combined names. “Like any operation or event, [the market] has had period of high growth and periods of slow growth”, said Kaskel.”We had an immediate burst of interest from the local community.”

“We spent that first year committed to not closing down because we really wanted to let the residents know we were there and even during the hot months in the summer we did not go anywhere. In 2015 we are going to shift our policies a little bit and want to incorporate what the people have in mind. If a resident has a vision for the market we want to listen and incorporate their vision too.”

The permit to operate the market has been renewed three times, last time in October and the motion passed 3:1 with Vice Mayor Sandra Ruiz being the dissenting vote. That permit will expire on February 15th.

Discussion on First Reading of ordinance 2014-47 has been deferred twice

Danny Kaskel

At the moment of the last permit renewal for the market, city staff was already working on the revision of ordinance 2009-13 to update the regulations on Farmers’ markets and preparing recommendations for several new locations in the city to move it. The main updates on the regulations are the prohibition of locating markets less than 500 feet of the main corridors of the city; the mandatory use of portable sanitary facilities and the limitation on the kind of products offered to only fruits, vegetables and bread, excluding also other kind of baked goods, prepared foods and handcrafted items.

Those updates became Ordinance 2014-47, that was submitted for discussion by the Council on the December 3rd agenda, but ended up being deferred until January.

Although on one side a change on the updated ordinance would have prevented the currently operating market to constantly needing to renew their permit by deleting the ‘four-month permit’ rule, passing the ordinance on First Reading with the other three main changes would have been a death sentence for the current farmers’ market, and that was the reason for the community to take action to request the revision of the piece of legislation and to attend the Zoning Meeting on January 28th for the First Reading of the Ordinance, to show their support to the continued operation of the Doral Farmers’ Market at the current location.

Regarding the upcoming expiration of the permit and the renewal process Mr. Kaskel comments that “It is being difficult right now and very frustrating. We are working to resolve the conflicts. Our permit is due February 15th. However, since there are text amendments to the Farmers Market ordinance, these would not require us to renew anymore, because the four month period would be scratched out. The amendment is ready for discussion January 28th and by second reading our permit expires and that is the problem. It is a deadline conflict.”

“We are working very hard to talk to each and every city official and staff to request the grace period we need to allow our market to continue its operation. We hope that this would be granted at the Council meeting in February.”

Creating awareness in the community towards the market

The City of Doral Green Master Plan contemplates the establishment of a farmers’ market as a way to show the “City’s commitment to responsible use of local resources” through ensuring a permanent location, assisting with start-up costs and publicity, as these initiatives “are known for positively contributing to the vitality of the community, bringing an abundance of economic benefits”, as declared on the Master Plan text.

Regarding that Kaskel says that the market creates a gathering point for the population, which aligns with the objectives described on the plan. It brings the community together to share ideas and experiences.

He always makes clear to vendors that it is a farmers’ market, not a flea market, to have garage sales or sale recycled items. He has been very strict on enforcing and keeping that vision. “We are open to crafts, to having handmade products primarily from people of Doral. I want them to have an outlet to sell and buy things.”

Although they have a constant influx of customers, spreading the word about the market location, products and activities have proven to be an uphill task. They have relied on circulating the news person to person and actively using social media to promote attendance and participation, through their Facebook page and Twitter accounts.

“We’d like to reach all 50,000 residents but we are not going to spend a lot of money on that, we are going to be patient, not give up and persevere until everybody’s have the chance to experience the market in Doral.”

The culture of ‘going to the market’

In many cities and towns the market has always been the center of the activities. “It is really cool to see how these markets truly reflect the local culture of the location where they take place,” says Kaskel. Since inception, Doral Farmers’ market has shown to the customers the different cultures that compose Doral. They have Latin, Mediterranean and Asian cuisine dishes. It has helped people learn about their neighbors. “There are a lot of multicultural goods and services that are reflected in our market.”

Their anchor vendor is ‘Benny’s Veggies’. They also sell smoothies, juices, local honey, specialty Venezuelan cheese, cachapas, ceviche, empanadas, tisana, eggs, cookies and pastries locally made. They also have handcrafted jewelry, wood and bamboo crafts. “We encourage vendors to participate and we love providing this opportunity to make an extra buck selling what you love to do.”

Although the current location is on 41st street, Kaskel envisions the market will eventually relocate to a permanent place within the city that can make it a reference for all the population, that is easily accessible and where people can enjoy all the experience of going to the market. “We want to encourage a sustainable way of traveling where people can leave their communities by bike or foot and come visit the market. I live in Downtown Doral and I can feel the market eventually relocating there. But that project is still under construction and not enough people are living there right now.”

“That is a great spot and I think one day there will be a time when we will naturally relocate the market there with a huge grand opening. We can take what we have already built and worked so hard to build and have strong foundation to continue building up.” For Danny Kaskel it would be their great-grandparents dreams come true. “I can hear Alfred in Heaven already saying he approves the idea!”

But before thinking on relocating now it is the time to work on consolidating the market on its current location, maintaining the base of vendors and increasing the customers, spreading the word for the community to embrace the market as a gathering place for neighbors to meet and help the city grow by supporting local initiatives.

“The ground work has been instrumental,” says Kaskel, referring to the multiple organizations were willing to support the market and speak on its behalf at the Council to ask the ordinance is reformulated in a way that allows the current market to stay and grow until a better location is ready for moving.

One thousand signed letters and more than 300 electronic signatures on a petition at change.org were consigned as public record on the January 28th Council meeting.

The people of Doral spoke. They want their market where it is, the way it is. It is only needed that the extension of the permit is granted for the market to continue its operation until the pending ordinance is updated and approved.

“Over half a century ago my great grandparents envisioned this area being a municipality one day and stressed the importance of community building. A generation later my father followed their footsteps and continued the family legacy to where me, as a fourth generation and social entrepreneur, am allowed amongst here to vicariously live to Alfred and Doris’ dreams of making this city one of the greatest in the world. That is where a Farmers Market is a great intermediary to allow us to gather and brainstorm as a community and start taking action to create the city of our dreams. That’s what I want to do. I want not just do a Farmer’s Market but take those master plans and put them to action. Patience is a virtue“ concluded Kaskel.